SIERAAD Art Fair celebrated its 14th edition

With this 14th edition SIERAAD presented a widely acclaimed and well-attended prominent cross section of international contemporary jewellery design. SIERAAD caught the eye of not only trade journals, glossies and dailies - a camera crew of EO’s Blue Blood also made the rounds of the fair.

SIERAAD Art Fair, Visitors came in large numbers to the Gasholder on the Amsterdam WesterGasterrein from November 5 thru 8 last.

Renowned
The fair, located in Amsterdam since 2005, has grown into an internationally renowned event and this international character is highly appreciated by you, both jewellery lovers and professionals. The introduction to different ideas about materials, techniques and dealing with identity and history is what makes SIERAAD an inspiring experience.

In Love
As we make our rounds of the stands we often engage in conversation with you the visitor, because we are very interested in what appeals to you, why you have come and what you are taking home with you. The reactions are as diverse as the selection at the fair. The majority of people at SIERAAD did indeed leave the fair with a piece of jewellery and here are some of the reasons why: because it matches a certain item of clothing (cardigan, dress, coat), because they saved up for it; to give added lustre to a special occasion; some were sorry that they had not bought something they liked last year and made up for it this year; because it is worth the money, because the selection is international, because it is such a splendid fair, because jewellery makes such a great gift. The reason heard most often: ‘because I fell in love with it’.

Ambience
The appearance of SIERAAD was also determined by the flower arrangments of Ten Kate: this edition featured black columns with black monumental flowerpots chock-full of scarlet gladioli. The layout of the fair this year was also to many people’s liking: for the jubilee exhibition HUG AND EMBRACE, on the occasion of the 35th anniversary of the Foundation Françoise van den Bosch, a central axis had been created clearly outlined by a festive red carpet. This exhibition as backbone of the fair worked as a place to take a break and a point of reference; people took ample time to examine the pieces and to read about the foundation and Françoise van den Bosch.
What certainly made the visitor look twice were the MAD-exhibitionists : a mobile exhibition of master students of the academy in Hasselt (Belgium) who, just like illicit jewellery vendors in the street, opened their specially designed coats to the public to flash their jewellery.

Catching the eye
With this 14th edition SIERAAD presented a widely acclaimed and well-attended prominent cross section of international contemporary jewellery design. SIERAAD caught the eye of not only trade journals, glossies and dailies – a camera crew of EO’s Blue Blood also made the rounds of the fair.
See the item: http://www.eo.nl/…/aflevering-…/blauw-bloed-20151107t183915/
Start looking at min. 24.44

Apart from National Worthies like Sylvia Toth, Astrid Joosten, Ans Marcus and Maya Meijer-Bergmans there were also some international celebrities who, with our assistance, were able to enjoy a day at SIERAAD in complete anonimity.

Conclusion
Time and again it has become clear that you are highly appreciative of the introduction to different ideas about jewellery design, use of materials, techniques and inspiration. Crucial in all this is the personal encounter and dialogue with the artist. It makes buying a piece of jewellery so much more than just a purchase: it is often a special experience. The fact that you spent hours at SIERAAD Art Fair speaks volumes. Visitors took all the time in the world to decide on what item you would spend your jewellery budget. In doing so you confirmed that SIERAAD is a unique and vital platform for this international group of independently working jewellery artists.

We are already looking forward to the 15th edition of SIERAAD International Jewellery ART FAIR, from 10 to 13 November 2016.